From The Atlantic's piece on an article by Emily Bazelon' - a good glimpse inside the beast that is Facebook
"Sullivan cycled through the complaints with striking speed, deciding with very little deliberation which posts and pictures came down, which stayed up, and what other action, if any, to take. I asked him whether he would ever spend, say, 10 minutes on a particularly vexing report, and Willner raised his eyebrows. "We optimize for half a second," he said. "Your average decision time is a second or two, so 30 seconds would be a really long time." (A Facebook spokesperson said later that the User Operations teams use a process optimized for accuracy, not speed.) That reminded me of Let's Start Drama. Six months after Carbonella sent his reports, the page was still up. I asked why. It hadn't been set up with the user's real name, so wasn't it clearly in violation of Facebook's rules? "
Being reactive, rather than planning campaigns, is the way of the advertising future apparently.
I watched the Superbowl live, and saw how Oreo turned a power cut into a masterstroke of social advertising - it's interesting that of all the huge advertising campaigns planned for the event, Oreo is the most memorable for me, and it was done with a simple photo.
"The rigid campaign-based model of advertising, perfected over decades of one-way mass media, is headed for extinction. For messages to be heard in 2020, brands will need to create an enormous amount of useful, appealing, and timely content. To get there, brands will have to leave behind organizations and thinking built solely around the campaign model, and instead adopt the defining characteristics of the real-time, data-driven newsroom — a model that's prolific, agile and audience-centric.